Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Ogilvy’s Australia Top 3…
Football Australia: ‘Til its Done
Ogilvy Australia
Australians love football. Men’s football. The national women’s team was overlooked by sponsors, media and fans. But the Matildas never quit.
In the lead up to the 2023 FIFA Women’s World Cup, they needed the support of the nation. With a phrase drawn from the middle of the Matildas’ name, we created Til it’s Done – a rallying cry inspiring Australians.
We created a poster that made invisible struggles visible and celebrated their longest run in a World Cup.
Our platform received a phenomenal response. The Matildas changed the game forever. And they’re still not done, ’til it’s done.
Dove 10 vs 10
Ogilvy Australia and Ogilvy UK
Due to social media, girls as young as 10 are adopting anti-aging skincare regimes that could permanently damage their skin and their self-esteem. Dove sparked a global conversation by comparing 10 then and now and asking one simple question: When did 10 stop looking like 10?
The provocative campaign drove to social resources (developed with leading dermatologists and academics) designed to help parents and caregivers initiate healthy conversations around the issue.
10 vs 10 saw 1.5 million organic impressions in the week of launch, resulted in a 209% increase in conversation amongst parents about the issue, and had a 99% positive sentiment score on our caregiver resources.
KFC Australia: Kentucky Fly Chicken
Ogilvy Australia
There’s a whole new world of KFC you can’t get in Australia. But we started selling it anyway.
It was all part of a plan to get more Aussies using the KFC app.
It started by hiding the Wafu Burger from KFC Japan in our app menu. And we didn’t say a thing.
The catch? It was pick up only.
We did this multiple times and turned each trip into content to hype the next drop. And you know what, it really took off.
The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email [email protected].
